This is an age of science and technology. It is also an age of consumerism. Every day there are new discoveries and inventions. New, innovative and better products are there in the markets. People are growing better in terms of purchasing power. Their standard of living has improved much. They want to lead a life of ease and comfort. For that they need better, cheaper and durable items. To fulfill this need, industries are producing many items and devices to give them comfort and save their time and energy. These trends have given rise to more and more advertisements. New and better products need new and more consumers. They can reach the consumers only through advertisements.

The revolution in the means of mass communication has further increased the importance of advertisements. They are there in the newspapers, magazines, on walls, hoardings, on T.V., in films, on the railway platforms, bus stands, in bazaars, streets and even on railway tickets and electric and telephone bills. There is hardly any place where they are not present. They are also there in the form of big-big air-balloons, neon signs, posters and handbills. Wherever you go they stare at you in a very attractive and inviting fashion.

Advertising is an essential part of business. Without advertisement there cannot be any successful business. Captains of industries. Shopkeepers and others spend very huge amount of money on advertisements. All sorts of attractive, new and costly means are adopted to advertise a product. They are a sure method to improve sales and earn big profits. Advertisement in itself has become a big business. It is a billion rupee industry. The profit margins are huge in the business.

Advertisements are a must for a successful business. They increase sales and profits. They help in making a brand image. All big and famous consumer companies spend crores of rupees every year on the advertisement of their products. For this purpose they hire experts and professionals. Famous cine and sports stars are engaged at huge fee in advertisements again and again and are forced to buy the concerned products. They have a magic effect on ladies and children. Then they force the elders to buy the products so advertised.

Advertisements are based on human psychology. They appeal the viewers and make them open their purses. They are targeted at a definite audience. They are made in such a way that people feel their immediate need. Then there are gifts, discounts freebies etc. Some schemes allow purchases on installments. On festive occasions like diwali, Christmas etc., they have special appeal.

Advertisements offer a huge choice for the buyers. The customer can select the best item from many to suit his pocket and needs. It also means much competition. In such a situation the consumer becomes the king. He can buy better products on cheaper rates. It is good for the consumers. He can select things to his liking at affordable price.

But advertisements make a choice difficult and confusing. When there is an item of the same quality and standard at almost the same price from many companies, selection becomes difficult. Sometimes a consumer is swept away by a false and attractive advertisement. He may go for an inferior item and be a loser. The sellers make false and tall promises to lure the simple buyers. They make false guarantees and later put the customers in difficulty. Consumer courts are full of many complaints. The sellers often sell poor quality and spurious items with the help of big and costly advertisements.

In this age of advertisements, a buyer has to be very cautious. He has to be an intelligent and well informed customer to have value for his money. Now, buying is not as simple as it used to be a decade ago. The arrival of multinational companies has further added to the confusion. One has to exercise a lot of wisdom in making a buying decision.